Like many online games on the PC platform, the PS3 has gone the way of paying extra for additional content: In this case, Hot Shots Golf can now give you additional players for cash at the Playstation Store.
Normally, game companies do this on a free game (see: Albatross 18), where you get to play the game with certain characters and equipment for free, and at any time you can buy different characters, outfits, equipment - usually better equipment, cooler outfits, stronger characters.
Having a wife that has spent roughly $100 on cute outfits for her player in a "free" game, I think it's frikkin genius of them. I know some people hate the idea, but isn't it basically just a shortcut to unlocking stuff?
Ars